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Presenting Persuasive Messages
Transcript of Presenting Persuasive Messages
Persuasive presentations are messages that influence an audience's choices by changing their responses toward an idea, issue, concept or product.
Types of Persuasive Presentations
Speech to convince - has the intent of influencing the beliefs or attitudes of listeners
By conducting an audience analysis, we can have a good idea of how our audience will respond: critically, defensively or compliantly
Fallacies in Reasoning
Questions Addressed by Persuasive Presentations
Small, Gradual Changes
Carefully Planned Messages
Speech to Inspire - purpose is to influence listeners' feelings or motivations
Speech of Action - given for the purpose of influencing listeners' behaviors and actions
Types of Fallacies:
Critical response - the audience focuses on the arguments, quality of the evidence and accuracy of the message.
Defensive Response - the audience fends off the persuader's message to protect existing beliefs, attitudes and values.
Compliant response - the audience does what is socially acceptable
The audience is more likely to change their behavior if the suggested behavior is consistent with their present beliefs, attitudes and values.
Small, Gradual Changes Persuade
Audiences are more likely to accept changes if the suggested change is a small one, rather than a major abrupt one.
Showing your audience that the benefits of changing outweigh the costs will help persuade.
Need Fulfillment Persuades
Audiences are more likely to change behaviors if the change meets their needs.
Carefully Planned Messages
*Be explicit about intentions
*Find reasons, proof and evidence your audience is likely to accept.
*Use testimonial evidence
*Use specific numbers
Instead of name calling, we should omit labels and refer to people's records
Getting your audience to embrace a word just because it symbolizes something positive without examining evidence.
Encouraging an audience to do something because everyone else does it.
Uses two unproven propositions to prove each other.
Example: Y is true because of X.
X is true because of Y.
Says that everything has two opposite. In reality, most issues are complicated and have two points of view.
Attributes misfortunes to an event that occurred before the misfortune even though they were not related.
Elements of Persuasion
Pathos involves appealing to the audience member's emotions, often through the delivery of a story. As a speaker, it is important to remember to be sincere in the delivery of a story.
Using logos involves the use of evidence and reasoning to advance a claim.
Questions of Fact
The content of persuasive messages usually revolve around answering one of the following questions.
The question of fact means that the persuasive presentation is trying to uncover the truth based on fact.
People on either side of an argument use evidence to persuade listeners on how to interpret a factual question.
Example: Who killed President Kennedy?
Is Common Core effective?
Questions of Value
The question of value addresses the goodness or badness, enlightenment or ignorance, right or wrong of an issue.
We often see questions of value surrounding issues such as immigration, abortion and more recently, transgender rights.
Question of Policy
The question of policy looks at rules, regulations and laws.
Some topics that might raise a question of policy would be:
Should the United States be more active in stopping the Iran nuclear program?
Should the United States send more troops back to Iraq?
Should states adopt Common Core?
When was the last time you heard a message that attempted to persuade you?
What do you think makes a good persuasive message?
Aristotle believed there were 3 dimensions of persuasion communication - logos, ethos and pathos
Ethos can be thought of as credibility. We can attempt to persuade our audience by using an authoritative and trustworthy source that supports our message.